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Brief Contents

Contents ix Preface xiii

PART I

Introduction 1

1

An Overview of Green Marketing 3

2

An Overview of Strategic Green Planning 19

PART II

The Consumption–Environment Interface 33 3

The Environment and Consumption 35

4

The Environmental Effects on Consumption 60 PART III

Providing Value via Sustainable

Marketing Strategies 91

5

Discovering Value via Market Analysis 93

6

Communicating Value via Integrated Marketing Programs 114

7

Producing Value via Innovation 145

8

Delivering Value via Sustainable Supply Cycle Strategies 162

9

Delivering Value in Retailing 178

10

Proclaiming Value via Sustainable Pricing Strategies 196 PART IV

Macroeconomic Energy Consumption 213

11

The Role of Household Consumption 215

12

Energy Consumption in the Services Sector 239

13

Energy Consumption in the Transportation Sector 257

14

The Role of Industrial Consumption 279

PART V

Green Marketing And Sustainability Reporting 299 15

Reporting Value to Stakeholders 301

Glossary 317 Index 328

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Preface xiii

PART I

Introduction 1

1

An Overview of Green Marketing 3 A. Introduction to Green Marketing 3 B. Why Study Green Marketing? 8

C. Groups That Need to Understand Green Marketing 14

2

An Overview of Strategic Green Planning 19 A. Green Marketing Planning 19

B. Incorporating a Green Perspective into the Mission Statement 22 C. Integrating a Green Mission into Objectives, Strategy,

and Marketing Tactics 24

D. The Interaction Between Strategy and the Environment 25 E. Delivering Value to All Stakeholders 26

F. How This Text is Organized to Help You Understand Green Marketing 28

PART II

The Consumption–Environment Interface 33 3

The Environment and Consumption 35

A. Understand the Interaction Between Environment and Consumption 35

B. Human Activity and Climate Change 37

C. Understand Sources of Energy and Their Use Across International Regions 43

D. Human Activity and the Atmosphere 45 E. Human Activity and Water 48

F. Human Activity and Land 52 G. Human Activity and Biodiversity 54

4

The Environmental Effects on Consumption 60

A. Identify Environmental Action Designed to Reduce Climate Change 60 B. Understand Efforts to Influence the Supply and Demand for Energy 64

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C. Environmental Action Designed to Reduce Human Influences on the Atmosphere 75

D. Environmental Action Designed to Reduce Human Influences on Water 77

E. Environmental Action Designed to Reduce Human Influences on Land 80

F. Environmental Action Designed to Reduce Human Influences on Biodiversity 82

G. The Role of Energy Conservation Efforts to Limit Climate Change and Pollution 83

PART III

Providing Value via Sustainable Marketing

Strategies 91

5

Discovering Value via Market Analysis 93 A. Introduction 93

B. Market Segmentation 96 C. Target Marketing 102 D. Market Positioning 106

6

Communicating Value via Integrated Marketing Programs 114 A. Introduction 114

B. Integrated Marketing Communication 116 C. Message Strategy 118

D. Green Branding 132 E. Certification Labeling 135 F. Demarketing 139

7

Producing Value via Innovation 145 A. Introduction 145

B. Product Innovation Framework 146 C. Product Innovation: Idea Generation 147

D. Product Innovation: Preliminary Assessment 150 E. Product Innovation: Business Case Preparation 151 F. Product Innovation: Product Development 152 G. Product Innovation: Test Market and Validation 152 H. Product Innovation: Full Production and Follow-up 153 I. Process Innovation 154

8

Delivering Value via Sustainable Supply Cycle Strategies 162 A. Introduction 162

x Contents

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B. Diagnosing the Elements of Sustainable Supply Cycles 164 C. Benefits of Sustainable Supply Cycles 166

D. Sustainable Logistics 168 E. ISO 14000 173

9

Delivering Value in Retailing 178 A. Introduction 178

B. The Central Role of Retailing in Supply Cycles 180 C. Marketing Sustainable Product Lines 183

D. Marketing Sustainable Consumption 187

10

Proclaiming Value via Sustainable Pricing Strategies 196

A. Introduction 196

B. Internal Pricing Constraints 198 C. Customer Demand 198

D. Legal Constraints 202 E. Competitive Action 203

F. Corporate Mission and Pricing Objectives 205 G. Pricing Strategies 206

PART IV

Macroeconomic Energy Consumption 213 11

The Role of Household Consumption 215

A. Identify Influences of Households on Energy Consumption 215 B. Understand the Consumer Decision-making Process 222 C. Identify Sustainable Marketing Action Designed to Influence

Prepurchase Decisions 224

D. Identify Sustainable Marketing Action Designed to Influence Purchases 228

E. Identify Sustainable Marketing Action Designed to Influence Consumption 229

F. Identify Sustainable Marketing Action Designed to Influence Postpurchase Decisions 232

12

Energy Consumption in the Services Sector 239

A. Introduction: Service Sector Contributors to Carbon Emissions 239 B. Nonfood Retailing 243

C. Food Retailing 245

D. Offices and Administrative Buildings 246

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E. Educational Institutions 248 F. Health Care 249

G. Hotels and Lodging 252

13

Energy Consumption in the Transportation Sector 257

A. Introduction: Transportation Sector Contributors to Carbon Emissions 257

B. Personal Modes of Transportation 260 C. Mass Transit 268

D. Freight Transportation 274

14

The Role of Industrial Consumption 279 A. Primary Industrial Contributors to Carbon

Emissions 279

B. Carbon Emissions Associated with Steel Production 281

C. Carbon Emissions in the Nonmetallic Minerals Industry 286

D. Carbon Emissions Endemic to Chemical Production 288

E. Carbon Emissions Associated with the Paper and Pulp Industries 290

F. Industrial Standards that Seek to Limit Carbon Emissions 292

PART V

Green Marketing and Sustainability

Reporting 299

15

Reporting Value to Stakeholders 301 A. Introduction 301

B. Purposes of Sustainability Reporting 302 C. Benefits of Sustainability Reporting 304 D. Overview of Sustainability Reporting 306 E. Reporting Economic Value 308

F. Reporting Environmental Value 309 G. Reporting Social Value 311

Glossary 317 Index 328

xii Contents

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